With right strategies in place, eyes national award
MADURAI: The Madurai District Co-operative Milk Producers' Union has recorded hundred per cent growth over a period of four years. Having bagged the State Co-operative Milk Union Excellence Award for 2004-05, the Madurai Aavin is now heading for a national award. Inspired by its growth, a team from the National Productivity Council visited the 39-year-old unit recently to study the processing and packing functions.
According to the Madurai Aavin General Manager, A. Balasubramanian, the milk production increased from 1.01 lakh litres per day (LPD) in July 2002 to 2.31 lakh litres in July 2006. The steady growth in sales and profit was made possible through various marketing and quality improvement strategies adopted over the years.
Talking to reporters on Tuesday, he said the aim was to enhance the socio-economic status of rural milk producers by procuring milk from them at reasonable rates after eliminating middlemen.
With 952 milk co-operative societies and 81,000 members, the Madurai Aavin has established new marketing zonal offices in Theni, Tirumangalam and Melur. The sale of full cream milk has increased from 18,500 LPD to 50,000.
New delivery route
The procedures for appointing sales agents were simplified and the security deposit was slashed from Rs. 10,000 to Rs. 1,000. On the advice of the marketing research wing, a new milk delivery route was started to cater to the needs of hoteliers and tea stalls between 3 and 5 p.m. At least 1,000 litres of milk is sold per day in this system.
Going by the National Dairy Development Board's (NDDB) annual report, the Madurai Aavin stands first in the country in terms of growth. Efforts are on to install bulk milk coolers in Madurai and Theni districts to procure and chill milk immediately. "We are also exporting milk powder and one litre milk packet to Maldives," Mr. Balasubramanian added.
The District Collector, T. Udhayachandran, said a modernisation programme was planned to enhance productivity at a cost of Rs. 4.5 crore. The NDDB agreed to offer financial assistance. Five retail outlets with air-conditioned enclosures, modern interiors and car parking facility were planned in the city, he added.